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Lord Kitchener Wants You was a 1914 advertisement by Alfred Leete which was developed into a recruitment poster. It depicted Lord Kitchener, the British Secretary of State for War, above the words "WANTS YOU". Kitchener, wearing the cap of a British Field Marshal, stares and points at the viewer calling them to enlist in the British Army against the Central Powers. The image is considered one of the most iconic and enduring images of World War I. A hugely influential image and slogan, it has also inspired imitations in other countries, from the United States to the Soviet Union. == Development == Prior to the institution of conscription in 1916, the United Kingdom relied upon volunteers for military service. Until the outbreak of the First World War, recruiting posters had not been used in Britain on a regular basis since the Napoleonic Wars. UK government advertisements for contract work were handled by His Majesty's Stationery Office, who passed this task onto the publishers of R. F. White & Sons in order to avoid paying the government rate to newspaper publishers. As war loomed in late 1913 the number of advertising contracts expanded to include other firms. J. E. B. Seely, then the Secretary of State for War, awarded Sir Hedley Le Bas, Eric Field, and their Caxton Advertising Agency a contract to advertise for recruits in the major UK newspapers. Eric Field designed a prototype full-page advertisement with the Coat of Arms of King George V and the phrase "Your King and Country Need You." Britain declared war on the German Empire on 4 August 1914 and the first run of the full-page ran the next day in those newspapers owned by Lord Northcliffe. Prime Minister of the United Kingdom H. H. Asquith had appointed Kitchener as Secretary of State for War.〔(【引用サイトリンク】title=Historic Figures – Lord Horatio Kitchener (1850–1916) ) Retrieved 31 March 2011〕 Kitchener was the first currently serving soldier to hold the post and was given the task of recruiting a large army to fight Germany. Unlike some of his contemporaries who expected a short conflict, Kitchener foresaw a much longer war requiring hundreds of thousands of enlistees. According to Gary S. Messinger, Kitchener reacted well to Field's advertisement although insisting "that the ads should all end with 'God Save the King' and that they should not be changed from the original text, except to say 'Lord Kitchener needs YOU.'" In the following months Le Bas formed an advisory committee of ad men to develop further newspaper recruiting advertisements, most of which ran vertically , two columns wide. Alfred Leete, one Caxton's illustrators, designed the now-famous image as a cover illustration for the 5 September 1914 issue of ''London Opinion'', a popular weekly magazine, taking cues from Field's earlier recruiting advertisement. At the time, the magazine had a circulation of 300,000.〔 Retrieved 16 January 2014.〕 In response to requests for reproductions, the magazine offered postcard-sized copies for sale. The Parliamentary Recruiting Committee obtained permission to use the design in poster form.〔 A similar poster used the words "YOUR COUNTRY NEEDS YOU".〔(Lord Kitchener "Your country needs you!" ). Sterling Times. Retrieved 31 March 2011〕 Kitchener, a "figure of absolute will and power, an emblem of British masculinity", was a natural subject for Leete's artwork as his name was directly attached to the recruiting efforts and the newly-forming Kitchener's Army. Le Bas of Caxton Advertising (for whom Leete worked) chose Kitchener for the advertisement because Kitchener was "the only soldier with a great war name, won in the field, within the memory of the thousands of men the country wanted."〔 Kitchener made his name in the Sudan Campaign, avenging the death of General Gordon with brutality and efficiency. He became a hero of "New Imperialism" alongside other widely regarded figures in Britain like Field Marshal Wolseley and Field Marshal Roberts. Kitchener's appearance including his bushy mustache and court dress jacket was reminiscent of romanticized Victorian era styles. Kitchener, tall and powerfully built, was for many the personification of military ethos so popular in the present Edwardian era. After the scorched earth tactics and hard-fought victory of the Second Boer War, Kitchener represented a return to the military victories of the colonial era. The fact that Kitchener's name is not used in the poster demonstrates how easily he was visually recognized. David Lubin opines that the image may be one of the earliest successful celebrity endorsements as the commercial practice expanded greatly in the 1920s.〔 Keith Surridge posits that Kitchener's features evoked the harsh, feared militarism of the Germans which bode well for British fortune in the war. Kitchener would not see the end of the war; he died onboard HMS ''Hampshire'' in 1916. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Lord Kitchener Wants You」の詳細全文を読む スポンサード リンク
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